Senior Vice President / Vice President, Brand, Sponsorships & Activations, Group Marketing & Communications

Business Function

Group Marketing & Communications is responsible for building, protecting, and enhancing the DBS brand in an increasingly commoditised banking industry. Working closely with all units within the DBS Group, we create and execute integrated strategies that focus on communications especially digital communications, marketing, and research to differentiate - and elevate - our brand from the rest of the competition.

Role Purpose

Lead the planning, development and execution of brand, sponsorship and activation initiatives to strengthen DBS’ brand equity, enhance customer engagement and support business priorities.

The role is responsible for translating Group brand strategy into impactful programmes, maximising the value of strategic sponsorships and partnerships, and delivering distinctive brand experiences that drive measurable brand and business outcomes.

Key Responsibilities

1. Brand Management & Development

• Drive the implementation of Group brand strategy and positioning across key markets and customer touchpoints.
• Develop and execute initiatives to strengthen brand awareness, differentiation, relevance and preference.
• Lead brand refresh and enhancement programmes to ensure the brand remains contemporary, distinctive and competitive.
• Oversee brand governance and consistency, working closely with business units and regional marketing teams.
• Monitor brand health and competitive performance, identifying opportunities to strengthen brand equity and marketing effectiveness.

2. Sponsorships & Strategic Partnerships

• Develop and manage a portfolio of sponsorships and strategic partnerships aligned with Group brand and business priorities.
• Evaluate new sponsorship opportunities and recommend investments based on strategic fit, audience relevance, commercial potential and expected returns.
• Lead sponsorship negotiations, rights management and partner relationships to optimise value.
• Develop integrated activation plans to maximise brand exposure, customer engagement and business opportunities.
• Collaborate with business units and markets to leverage sponsorship platforms for customer acquisition, loyalty and relationship building.
• Track and evaluate sponsorship performance to ensure investments deliver measurable outcomes.

3. Brand Activations & Experiential Marketing

• Lead the development and execution of high-impact brand activations, flagship events and experiential marketing programmes.
• Create distinctive and engaging experiences that bring the DBS brand to life and strengthen connections with customers and stakeholders.
• Oversee end-to-end planning and execution of major brand initiatives, ensuring creativity, quality, cost efficiency and operational excellence.
• Integrate activations with PR, digital, social and other marketing channels to maximise reach and impact.
• Explore innovative formats, technologies and partnerships to enhance customer experiences and engagement.

4. Marketing Effectiveness & Governance

• Establish clear objectives, KPIs and performance measures for brand, sponsorship and activation programmes.
• Evaluate programme effectiveness and recommend improvements to optimise brand impact and business value.
• Manage budgets and resources effectively, ensuring financial discipline and strong returns on marketing investment.
• Oversee agency and vendor performance, ensuring quality, value for money and compliance with governance requirements.
• Drive process improvements, operational efficiencies and adoption of relevant technologies to enhance team productivity.

 

Requirements

• Degree in Marketing, Business, Communications or a related discipline.
• At least 12–15 years of relevant experience in brand management, sponsorships, partnerships, experiential marketing or integrated marketing.
• Proven track record in managing major brand initiatives, strategic sponsorships and high-profile events.
• Strong commercial acumen and ability to connect marketing initiatives with brand and business outcomes.
• Excellent stakeholder management, negotiation and influencing skills.
• Strong project management and execution capabilities, with attention to quality, budgets and timelines.
• Experience working across multiple markets and managing cross-functional stakeholders.
• Proven people leadership and team development experience.
• Experience in financial services or a leading consumer-facing organisation would be advantageous.

Location:

DBS Asia Central

Job:

Marketing and Communications

Schedule:

Regular

Employee Status:

Full time